The “Crypto Bowl” – even before the match started, the Super Bowl 2022 received a new nickname due to the advertising avalanche of cryptocurrency companies during the annual TV spectacle.
Fueled by the rising demand in crypto – whether its nonfungible tokens (NFTs), meme tokens or the metaverse – the crypto ads during the Super Bowl outperformed any other advertisements. Among the top five apps whose ads delivered strong download growth, three were crypto apps.
One of them was Coinbase, who’s viral ad was simple, yet effective: A QR code bouncing around on a black screen similar to an old screensaver.
Joe Pompliano, an expert in sports business and crypto, wrote on Twitter:
“Coinbase just spent $14 million for a color-changing QR code to bounce around on the screen for 30-seconds during the Super Bowl …
And the website crashed.”
The effects of the ad were immediate: The QR code’s landing page got more than 20 million hits within just one minute of the ad airing, app downloads jumped by 309% after the Super Bowl and increased by another 286% the following day. Not only that: The app’s rank in the U.S. App Store jumped from No. 124 to No. 2 in only a few days. FTX-owned Blockfolio and eToro, the investment app, also shot up the rankings after running ads during the match.
Apparently, sport works exceptionally well as a marketing environment for crypto companies. No surprise that we’ve recently seen a massive influx of partnerships between large sports organizations and crypto companies.
Bundesliga club TSG 1899 Hoffenheim recently struck a deal with a crypto company: Baby Doge has become an official partner of the club. The partnership will include LED perimeter advertising and co-branded content – and is supposed to help realize an NFT collection for the club.
Crypto.com sealed a multi-year deal with the Aston Martin Cognizant Formula One™ Team, who became the first F1 team to partner with a cryptocurrency firm and include the brand on their fast-driving cars. Visiting almost every continent, the F1 team offers Crypto.com greater brand exposure – especially on an international level.
“This partnership with Crypto.com really puts Aston Martin Cognizant Formula One™ Team at the forefront of the boom in cryptocurrency and blockchain technology. It is an industry that is fast becoming mainstream and it is hugely exciting that we – as an innovative Formula One team – are building a strong relationship with a company that is leading the way in this important sector.”Jefferson Slack, Managing Director at Aston Martin Cognizant Formula One Team
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